Shampoo manufacturer Alpecin confirmed as title sponsor for new Swiss cycling team Katusha-Alpecin

Alpecin continues to develop its international commitment to competitive cycling and will be the title sponsor of the Katusha-Alpecin team for the 2017 season. This team includes elite cyclists Tony Martin (GER), Alexander Kristoff (NOR) and Ilnur Za

2016-10-11 - Bielefeld

Eduard R. Dörrenberg (Managing partner of Alpecin), Alexis Schoeb (Board member of Katusha-Alpecin)

Bielefeld. Through this partnership with the reorganized Katusha-Alpecin WorldTour team, the German company is emphatically pursuing its international strategy as a sponsor of cycling.

"By joining forces with Katusha-Alpecin, which will be a Swiss-based international cycling enterprise in the future, we are gaining access to enormous opportunities for delivering our brand message," says Eduard R. Dörrenberg, managing partner of the family-run manufacturer of the successful men's shampoo Alpecin. Alpecin's cycling strategy published in 2014 in conjunction with stars such as Marcel Kittel and John Degenkolb lent a powerful boost to the whole sport in Germany. Public interest was also measurably stimulated, and was reflected by the renewal of coverage of the Tour de France by ARD, among other things.

Dörrenberg mentions that two years ago many people were very critical of their involvement, but now it is already a great success. "In addition to better publicity for the sport and the Tour de France's return to Germany, we have been able to celebrate the historic victories of John Degenkolb and Simon Geschke," adds Dörrenberg.

"The team, the cyclists, the entire organisation and Alpecin as the title sponsor will begin the 2017 season with a fresh start with a clear international direction," says Dörrenberg in response to the question why Alpecin decided to support a project that evolved from the sport in Russia.

Mr Dörrenberg has said that he was personally very impressed with the huge step taken by the owner of the team and clothing brand "Katusha", Igor Makarov, together with Alexis Schoeb from Switzerland in implementing the innovative marketing concept in the 2016 season. "We see major opportunities for this new approach. We want to drive the project forward together from 2017 onwards and to gain the benefits for Alpecin. This will be an exciting task and it is the next logical step. In addition to possible sporting successes, we will continue to support German cyclists and positively change cycling as a whole," says Dörrenberg, looking ahead. "When marketing and communication are concerned, experts require a uniform approach. With our triad of sponsoring, our additional activation measures and renewed traditional online and offline media campaigns, we are moving in a new direction," says Dörrenberg, highlighting the strategic background.

The shampoo manufacturer is thus systematically pursuing the goal of making Alpecin a global brand. "Thanks to the major victories of the Giant-Alpecin team in the past two years, we have gained real recognition abroad as well as a foothold in many new markets and thus we have reached our first milestone," states the managing partner.